ThoughtPath

ThoughtPath

ThoughtPath

Rooted in key elements of cognitive psychology – perception, experience and identity – and informed by our learnings from more than 300,000 consumer conversations, ThoughtPath guides our approaches and delivers more impactful insights and more memorable stories. Because it taps into how people naturally think, it’s our framework for asking smarter, more engaging questions, and the lens we use to analyze consumer feedback.

Improve Recall

Consumers accurately recall experiential details when we transport them back to specific situations, triggering recall of senses, emotions, and environmental details.

Increase Accuracy

When we ask questions using ThoughtPath, consumers understand what we’re after. So much so that we have 50% less respondent confusion than questions asked without this cognitive framework.

Show What Stands Out

ThoughtPath helps us unearth what gets noticed, how it’s categorized, whether it fits a need, and how inferences might impact the path to purchase.

Map Consumer Profiles

We can determine how relevant a brand or product is for specific consumer profiles by mapping who they are and how they want to be perceived in the world.

Elicit Authentic Feedback

Questions are carefully framed in a way that facilitates natural, step-by-step input from consumers.

Neutralize Resistance

Relatable and highly-personalized question sequences make it easier for consumers to speak about complex and sensitive topics candidly and accurately.